ABSTRACT
This chapter examines the development of Ebony magazine, the most successful magazine in the history of African-American publishing. It describes John Johnson's life and activities leading up to his decision to become a publisher. The chapter examines the Johnson's efforts to solidify the creation of Ebony magazine. It analyses Ebony as a publication that described the accoutrements of a black middle-class lifestyle. Through Ebony John Johnson projected a middle-class mainstream. Though often criticized for stressing consumption over and above any other strategy, a careful analysis suggests something much more complex. Specifically, through Ebony magazine Johnson promoted and supported black's active participation within the existing consumer society. Further, though, Ebony politicized consumption as a lifestyle activity among blacks in that Johnson urged blacks to not only display their consumer potential, but also to press for equality as consumers. Therefore buying a consumer product could become more than a purchase alone, but also could become a statement in larger fight for equality.
